L12. Should I Stay Or Should I Go: When Our Companies Have Eyes For Other Consumers

To attract new customers, companies may lose existing customers. Our research examines how consumers’ attachment styles influence the likelihood of switching companies. When new customers receive exclusive benefits, existing customers’ attachment anxiety predicts switching. Attachment avoidance predicts greater switching, regardless of benefit recipient. Perceived betrayal and firm commitment underlie switching.



Citation:

Na Ri Yoon, Jenny Olson, and Adam Duhachek (2018) ,"L12. Should I Stay Or Should I Go: When Our Companies Have Eyes For Other Consumers", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 937-937.

Authors

Na Ri Yoon, Indiana University, USA
Jenny Olson, Indiana University, USA
Adam Duhachek, Indiana University, USA



Volume

NA - Advances in Consumer Research Volume 46 | 2018



Share Proceeding

Featured papers

See More

Featured

Effects of Affective Language on Perceived Helpfulness of Online Reviews

Nikolay Georgiev, HEC Paris, France
Marc Vanhuele, HEC Paris, France

Read More

Featured

The Positivity Problem: Using Mass-Scale Emotionality to Predict Marketplace Success

Matthew D Rocklage, Northwestern University, USA
Derek Rucker, Northwestern University, USA
Loran F Nordgren, Northwestern University, USA

Read More

Featured

M4. How Consumption Experiences Create Value

Gia Nardini, University of Denver
Melissa Archpru Akaka, University of Denver
Deborah MacInnis, University of Southern California, USA
Richard J Lutz, University of Florida, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.